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Giles Roca, director general of the Tobacco Manufacturers' Association said: "This report destroys the rationale for the introduction of plain packaging by finding no evidence that it actually acts a deterrent to young people in taking up smoking - this was at the core of the government's and health campaigners' argument for its introduction." Simon Clark, director of the smokers' group Forest, said the estimates were "wishful thinking, based on hope and anecdotal evidence, not facts"

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Liverpool: Centre for Public Health, Liverpool John Moores University, March 2014

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